Environmental Concern, Attitude and Willingness to Pay of Green Products: Case Study in Private Universities in Surabaya, Indonesia

The purpose of this study is to determine the perceptions and awareness towards green products. This study uses a 7-point Likert scale from the sample and population of students from university in Surabaya. Distribution of questionnaires was carried out and obtained 257 respondents. This research model uses Partial Least Square (PLS) as part of Structural Equation Modeling (SEM). The results show positive influence between variables. There are also interesting findings from variance of the influence of gender towards some variables.